Coca-Cola unifies its brands

Today in Hungary, Coca-Cola revealed the final act in a year long “One Brand” unification strategy. It’s Coke’s new packaging. Now Coca-Cola, Diet Coke, Coke Zero, and Coke Life will share a single branded aesthetic around the world, unified by a red disc, and advertised together in a new wave of shared commercials. “When people see this new brand identity, they’ll know they’re buying a Coca-Cola,” says James Sommerville, vice president of global design.

Previously Coca-Cola’s approach has been to give each new product its own branding, starting in 1982, when the company launched Diet Coke. But a health-conscious public has slowed sales on sugar-based Coca-Cola, while artificially sweetened Coke sales plummet. So the company is repositioning the brands to work together.